Print, radio, television, film and the internet are the most obvious media platforms where products and services are sold. These various different types of media are media buyers do there work.
Media Buyers help drive growth and success for organizations on digital platforms. Their role is important as it is an integral part of the development and management of having an effective digital strategy as well as effective media buying.
What does a Media Buyer do, typically?
The main job of media buyers is to buy media space. They watch various media channels, assess how advertisements are performing on different platforms and media channels. Then, they make the important decisions about where to place specific advertisements and campaigns. Their daily responsibilities may include:
- Working cross-departmentally to align campaign strategies and goals across the organization
- Providing ongoing actionable insights into campaign performance to relevant stakeholders
- Defining, measuring, and evaluating relevant media KPIs
- Building out media buys for various ad platforms and overseeing the day-to-day execution of media
- Overseeing and managing the overall budget for paid media
- Conducting in-depth keyword and website research, ad grouping and audience targeting
- Maintaining knowledge of industry best practices and new technologies
A Media Buyer is not:
A Media Planner
Media buyers are heavily involved in research and identifying the right target demographic for specific campaigns. Media Buyers work closely with media planners to devise media buying strategies which will achieve the right level of coverage.
Important metrics for a Media Buyer:
- ROI
- On-site conversions
- Cost & click performance
- Impressions/total reach
- Website traffic
